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British advertisers rely more on keywords than microtargeting tools, according to source

A new rule banning microtargeting in political adverts will have minimal impact in the UK, the Guardian has learned, since the majority of political advertisers do not use the tools anyway.

Instead, British political advertisers spend the bulk of their money on search adverts with simple targeting to individual keywords. Often, those keywords relate to opposing parties: on Thursday, the Conservative party bought an advert for searches for the word “Labour” that took users to labourmanifesto.co.uk, a site set up by the Tories to attack Labour’s expected policies before either party had released their manifesto.

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